Wednesday, June 17, 2009

It's a miracle how stupid this commercial is.


There's plenty of stupidity in the world.
There's no shortage of stupidity.
In fact, you might say, by and large, stupidity prevails.
To put a finer point on it, stupidity doesn't just prevail.
It runs roughshod over even the slimmest scintillae of not stupid.
Stupidity is powerful.
Stupidity is ascendant.
Stupidity is King!

I just saw a Miracle Whip commercial.
Lifestyle footage of impossibly thin and beautiful young hipsters doing things young hipsters do.
They jump in wading pools.
They share sandwiches.
They dance with jack-o-lantern smiles on their faces.
They take photos with old Polaroid cameras.
And more!

Here's what the VO and title cards say in this monstrosity.
"Don't go unnoticed.
Don't blend in.
Don't be ordinary. Boring. Or bland.
In other words...
Don't be so Mayo.

We are our own, unique, one of a kind flavor.

We are Miracle Whip and we will not tone it down."

The dumbest thing I've seen in a long time.

27 comments:

Teenie said...

Jeez--it's just mayonaise. Nothing to get so hipstery happy about...

geo said...

Such drivel hurts our entire industry. Nothing is sincere or believable. The Sunny D!-ization of communication.

Teenie said...

Half the stuff that pops up in briefs is insincere drivel. I think clients believe a little too much in their own hype sometimes...

Kelly said...

George—and Teenie,

It makes me want to walk into corporate and take a quiet look around. Could this possibly, even in the tiniest corner of their day-to-day world, be hype they believe in?

Folks in 3-piece suits who have no clue what their own hype is, snookered into it by impossibly thin hipsters who remind them of their grandkids, more likely.

Oof. Just awful.

Regards,

Kelly

geo said...

I guess what offends me most about this particular campaign is how many cliches it employs. Beyond the lame positioning, beyond the asinine strategy, beyond the flaccid writing, lousy direction and horrid casting lurks something even more sinister. Complete lack of originality and creativity.

I call this Karaoke Kreative. A mere imitation of everything.

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